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Advantages Can gain an in-depth understanding (especially via rapport) Interviewees can develop their answers and interviewers can probe deeper Can change direction of interview if new ideas emerge Can compare observation of the respondent with replies given (e.g., body language) Good for sensitive groups and/or topics

Disadvantages Interviewer bias Social desirability effect – people like to make themselves look good (may lie) Time-consuming and costly Difficult to compare interviews – each is unique Fewer interviews conducted affects representativeness and means it is more difficult to make generalizations

STOP & THINK

What are open-ended questionnaires?

How do you conduct an interview?

What are the advantages and disadvantages of using questionnaires in anthropological research?